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CRANFIELD UNIVERSITY

CRANFIELD SCHOOL OF MANAGEMENT
STRATEGIC Marketing GROUP
MSc THESIS
Academic Year 2008-2009

xxxx

A Review of Private Brands in Retail Industry: strategy, Objective and Competition

Supervisor: xxxx

September 2009

This Thesis is submitted in part fulfilment of the requirements
for the degree of Master of Science

© Cranfield University 2009.  All rights reserved.  No part of this publication may be reproduced without the written permission of the copyright owner.
 
ABSTRACT

The importance of Private Label Brands or store brands has significantly increased over the past years in western countries and contributed to changing many purchase and consumption behaviors, in particular in grocery stores. Because the size of retail has increased, private brands started to have particular importance by creating unique identities among retailers.

This study reviews the relationship among private label brand strategy; retail brands; manufacturer and customer behaviors. It found the factors which could influence retailer’s decision on when and where launching a new private brand. The findings in the review categorize the different attributes between national brand and private brand and demonstrate their interaction in the retail market. When manufacturers need to make a strategy to compare with private brands’ expansion, the majority of the studies suggest to take strategies as “innovation” or “produce private brand”. Moreover, this paper indicates different customer’s perspectives on private brand and then analysis the proper way of using own brand as a tool to attract customer retention or even obtain customer loyalty in the retail market.  

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12 Bontemps, Christophe; Orozco, Valérie; Réquillart, Vincent. (2008), "Private Labels, 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。